[BRAND_NAME_PRIMARY]
Brand Identity Commission
Engagement Package — Variant A (Freelance)
[OPERATOR_LLC] • [PACKAGE_DATE]
---
# 1. Cover Letter
[PACKAGE_DATE]
Dear Designer,
I'm [OPERATOR_NAME], founder of [OPERATOR_LLC] — the company behind [BRAND_NAME_PRIMARY], a
structure-enforcement platform for self-directed options traders. We have done serious internal
groundwork on the brand: voice is locked, color palette is defined, type system is chosen, and three
wordmark concept directions exist as working vectors. We also have a mascot concept — Bandz, a
raccoon — with a detailed character brief.
What we are missing is the finished execution. We need a craftsperson who builds marks for a living.
This is Variant A of our engagement package — scoped for a solo freelance designer. If you read
this and it feels like a match, reply with a note confirming scope fit and relevant portfolio work.
Budget: [BUDGET_RANGE]. Timeline: [TIMELINE_WEEKS] from kickoff.
The IP assignment clause in Section 6 is subject to review by our counsel before any contract is
executed. We will flag this clearly at the contract stage.
Sincerely,
[OPERATOR_NAME]
[OPERATOR_LLC]
[OPERATOR_EMAIL]
[OPERATOR_PHONE]
[OPERATOR_BUSINESS_ADDRESS]
---
# 2. Background and Context
## What [BRAND_NAME_PRIMARY] is
[BRAND_NAME_PRIMARY] is a structure-enforcement SaaS platform for self-directed retail options
traders. The core thesis: most traders don't fail because they lack knowledge — they fail because
they don't enforce their own entry, credit, and exit rules when emotion gets a vote. [BRAND_NAME_PRIMARY]
is the layer between the idea and the order ticket. It proposes options structures tied to the
user's specific dollar target, paper-fills every proposed trade with a full audit trail, and hands
the order to whichever broker the user already uses.
The product is deterministic at execution — no AI fires orders without the human clicking. AI is
used for analysis, proposal generation, and historical pattern-matching against the user's own data.
The platform is broker-agnostic by design.
For full positioning context, see the attached `docs/marketing/positioning.md`.
## The parent entity
[OPERATOR_LLC] is the Pennsylvania LLC that owns and operates [BRAND_NAME_PRIMARY].
[BRAND_NAME_SECONDARY]
## The audience
The primary user is an active retail options trader with a specific weekly income target —
iron condors, credit spreads, short puts on liquid names. Secondary persona is the trader who has
done a few spreads manually and wants more structure. These users are numbers-fluent, self-directed,
and would be insulted by lifestyle marketing or "democratizing Wall Street" framing. The full persona
document is at `docs/marketing/getraxx-persona-blend-2026-06-05.md` (attached).
## The brand voice
Confident, numbers-fluent, a little irreverent. Closest analogs: Linear (tight), Arc (playful-but-
serious), a dash of Stripe (numbers-are-art). Not beige-suit fintech (Bloomberg, E*TRADE). Not
crypto-bro (neon, lambos, rocket emojis). The hero line is: "Stack raxx. No guessing."
Full voice rules in `docs/design/brand/brief.md` (attached).
---
# 3. What Exists Today
The following internal brand work is complete and provided as reference material (attached):
| Document | Contents |
|---|---|
| `docs/design/brand/brief.md` | Voice, triple-domain story, logo concept directions, recommendations |
| `docs/design/brand/palette.md` | Full color token system with hex values and usage rules |
| `docs/design/brand/type-system.md` | Space Grotesk / Inter / JetBrains Mono — scale, weights, usage rules |
| `docs/design/brand/logos/raxx-wordmark-a.svg` | Concept A — monospace / developer-tech direction |
| `docs/design/brand/logos/raxx-wordmark-b.svg` | Concept B — antler-X wordmark direction |
| `docs/design/brand/logos/raxx-wordmark-c.svg` | Concept C — "get raxx" lockup direction |
| `docs/design/brand/raxx-brandmark-concepts/01-slash-geometry.png` | Geometric skeleton reference |
| `docs/design/brand/raxx-brandmark-concepts/02-gold-palette-reference.png` | Gold tonality reference |
| `docs/design/brand/raxx-brandmark-concepts/03-monoline-execution.png` | Stroke weight reference |
| `docs/design/brand/raxx-bandz-mascot/README.md` | Bandz the raccoon — full character and dual-mark spec |
The internal brief recommends: **Concept B (antler-X) as primary wordmark**, Concept A for
product chrome, Concept C for social/merch as a secondary lockup. Designer should treat this as
input, not constraint — bring your read on which direction is strongest and why.
---
# 4. Deliverables Checklist
All deliverables are listed with required file formats. These are not optional: missing a format at
delivery triggers a revision cycle that delays final payment.
## 4.1 Mark 1 — Marketing / Mascot Wordmark
The full [BRAND_NAME_PRIMARY] wordmark with Bandz the raccoon. Bandz sits on the "A" with paws on
the crossbar; his gold-gradient tail wraps around the final double-X characters.
- [ ] SVG — master source, layered, named layers
- [ ] PDF — print-ready (vector)
- [ ] AI or Figma source file — with all layers unlocked and editable
- [ ] PNG @1x, @2x, @3x — transparent background
- [ ] Color variant: full-color on dark
- [ ] Color variant: full-color on light
- [ ] Color variant: 1-color black (on transparent)
- [ ] Color variant: 1-color moss (`#5B8C5A`, on transparent)
- [ ] Color variant: inverted on ink (`#0B0F14` background)
## 4.2 Mark 2 — Product Chrome Wordmark (mascot-free)
The clean [BRAND_NAME_PRIMARY] wordmark: geometric monoline, consistent letterforms across all
characters, gold `/` forward-slash as the left diagonal of the A.
- [ ] SVG — master source
- [ ] PDF — print-ready
- [ ] AI or Figma source file
- [ ] PNG @1x, @2x, @3x — transparent background
- [ ] All five color variants as specified in 4.1 above
## 4.3 Brandmark / Favicon Set
Bandz's face only — the cropped mascot face usable as favicon, app icon, and avatar. Must be
recognizable at 16px. The `/` forward-slash does not appear at favicon scale (Mark 2 only).
- [ ] SVG — scalable vector, optimized for rasterization
- [ ] ICO — 16/32/48 px embedded multi-size
- [ ] PNG 16 × 16 px
- [ ] PNG 32 × 32 px
- [ ] PNG 64 × 64 px
- [ ] PNG 192 × 192 px (PWA)
- [ ] PNG 512 × 512 px (PWA)
- [ ] PNG 180 × 180 px — Apple Touch Icon
- [ ] PNG 512 × 512 px maskable — safe zone per W3C spec, no visible safe-zone crop
## 4.4 Monochrome Variants (all marks)
Required for contexts where color is unavailable: embroidery, embossing, one-color printing, legal
filings, USPTO trademark application specimens.
- [ ] Mark 1 — 1-color black on transparent
- [ ] Mark 1 — 1-color moss on transparent
- [ ] Mark 1 — Bandz silhouette-only on transparent (no wordmark text)
- [ ] Mark 2 — 1-color black on transparent
- [ ] Mark 2 — 1-color gold (`#B08D57`) on transparent (for bronze/premium print contexts)
---
# 5. File Format Requirements
These requirements are explicit to avoid the standard friction at delivery.
**Vector source (required for all marks):**
- SVG files must be exported as clean vectors with no embedded rasters, no nested linked files,
and no font outlines that weren't originally outlines in the design intent.
- AI (Adobe Illustrator) or Figma source: deliver the working file with layers named and organized.
[OPERATOR_LLC] must be able to open, modify, and re-export independently after delivery.
**Raster exports:**
- PNG files must be exported at the specified pixel dimensions, not upscaled from a smaller file.
- Transparent background. Never white-filled unless explicitly specified.
- @2x files = 2× the @1x pixel dimension (e.g., if @1x is 200px wide, @2x is 400px wide).
**PDF:**
- Vector-embedded. Not a rasterized image inside a PDF wrapper.
**ICO:**
- Multi-resolution ICO with 16, 32, and 48 px sizes embedded. Standard tool: icoconvert or
equivalent — ensure the file validates in browser favicon contexts.
**Delivery format:**
- Zip archive organized by mark (mark-1/, mark-2/, favicon/, monochrome/).
- No files in the root of the zip — directory hierarchy only.
---
# 6. IP Terms — Work-for-Hire and Assignment
## [BLR_REVIEW_REQUIRED — see ip-terms-clause.md]
The full work-for-hire and assignment clause is in the attached `ip-terms-clause.md`. It has been
drafted for BLR (legal) review and will be incorporated into the final contract after counsel review.
A summary of the key terms follows:
**Key terms (summary only — the attached clause governs):**
1. All deliverables are works made for hire. To the extent any work does not qualify, Designer
irrevocably assigns all rights to [OPERATOR_LLC].
2. Designer retains only the right to display the work in a portfolio, with prior notice.
3. Designer warrants the work is original and does not infringe any third-party rights.
4. Designer warrants reasonable diligence to avoid marks that replicate existing registered marks.
5. Source files must be delivered. They cannot be withheld as leverage.
6. 24-month non-compete on directly competing products (options-trading SaaS in this category).
7. Governed by the laws of the Commonwealth of Pennsylvania.
**Trademark posture note:**
[BRAND_NAME_PRIMARY] and [OPERATOR_LLC] are pending USPTO trademark applications ([TRADEMARK_STATUS]).
The designer's deliverables must be capable of clearing a USPTO search and common-law availability
check. If conflicts surface after delivery that are attributable to the Designer's work, the Designer
agrees to provide reasonable redesign services per the terms in `ip-terms-clause.md`. Trademark
clearance itself is [OPERATOR_LLC]'s responsibility via its own trademark counsel.
---
# 7. Timeline
All dates are from kickoff (day 0). Kickoff is the day Designer countersigns the agreement and
[OPERATOR_LLC] delivers the 50% deposit.
| Milestone | Target |
|---|---|
| Kickoff — brief review, Q&A, reference walkthrough | Day 0 |
| First concepts — 3 wordmark/mark directions, rough only | Day 7 |
| Operator selects direction + redline feedback | Day 10 |
| Refinement round — selected direction, mascot refinement | Day 14 |
| Operator sign-off or second-pass feedback | Day 17 |
| Final delivery — all files, all formats, all variants | Day 21 (end of week 3) |
Total timeline: [TIMELINE_WEEKS] from kickoff.
**Revision policy:**
- Two structured revision rounds are included.
- Additional revision rounds beyond two are billable at Designer's hourly rate (to be agreed in
contract). [OPERATOR_LLC] will not engage in open-ended revision loops; the approval gate
sequence in Section 10 is the mechanism for keeping revisions bounded.
---
# 8. Budget Range and Payment Terms
Budget: **[BUDGET_RANGE]**
**Payment structure:**
[PAYMENT_TERMS]
Payment method: bank transfer or wire preferred. PayPal/Stripe accepted with a 3% processing fee
added to invoice.
Final delivery files are released to [OPERATOR_LLC] upon receipt of the final payment. Source files
are part of final delivery — they are not withheld as a separate milestone.
---
# 9. Reference Brands
See attached `reference-brands.md` for the full positive and negative reference set with explanations.
**Quick summary:**
Positive: Linear (precision + dark-first), Arc (warmth + personality), Stripe (numbers-as-art +
palette discipline). Study how these brands work at favicon scale as much as hero scale.
Negative: Bloomberg (beige-suit legacy), E*TRADE (retail beginner aesthetic), crypto-bro neon
(saturated gradients + gaming-keyboard darkness), Robinhood post-2021 rebrand (aspirational gloss
for beginners), generic rounded-SaaS (electric blue + rounded everything).
See the mascot-specific direction notes in `reference-brands.md` for Bandz do's and don'ts.
---
# 10. Approval Gate Sequence
The approval sequence below is how we bound revisions and keep the project moving. [OPERATOR_LLC]
commits to turnaround on review at each gate within 2 business days.
**Gate 1 — Kickoff confirmation**
Designer and [OPERATOR_LLC] align on brief, reference material, and any open questions.
Designer countersigns agreement. Deposit paid. Clock starts.
**Gate 2 — First concepts (3 directions)**
Designer presents three mark directions — rough, not refined. The goal at this gate is to confirm
direction, not to finalize execution. [OPERATOR_LLC] selects one direction (possibly with a hybrid
note) and provides written feedback. No pixel-pushing at this stage.
**Gate 3 — Refinement**
Designer refines selected direction: wordmark at production quality, mascot rough (if included),
first favicon crop. [OPERATOR_LLC] provides written feedback or approves. One additional pass
is included if feedback warrants it.
**Gate 4 — Final delivery**
Designer delivers all files per the deliverables checklist. [OPERATOR_LLC] audits the delivery
against the checklist within 3 business days. Any missing formats or technical defects are flagged
for correction before final payment is released.
---
# 11. Submission and Next Steps
**To accept this engagement:**
1. Reply to [OPERATOR_EMAIL] with a brief note confirming scope fit, your availability for kickoff,
and a link to relevant portfolio work (wordmark and/or mascot work preferred).
2. [OPERATOR_LLC] will reply within 3 business days with a contract based on the terms in this
package (IP clause pending BLR review).
3. Counter-sign the contract and return to [OPERATOR_EMAIL].
4. Invoice for 50% deposit. [OPERATOR_LLC] pays within 5 business days of countersign.
5. Kickoff call or async brief review scheduled. Clock starts on day 0.
**Invoice address:**
[OPERATOR_LLC]
[OPERATOR_BUSINESS_ADDRESS]
[OPERATOR_EMAIL]
**Questions:**
Direct all questions to [OPERATOR_EMAIL]. Response within 1 business day during weekdays.
---
*[BRAND_NAME_PRIMARY] Brand Identity Engagement Package — Variant A (Freelance)*
*[OPERATOR_LLC] — [PACKAGE_DATE]*
*IP terms flagged [BLR_REVIEW_REQUIRED] — see ip-terms-clause.md — do not sign before counsel review*